Regarding communication, we usually say that it is essential for a brand to be present on social networks. Especially on instagram. But what happens when she chooses to avoid networks? In January 2020, Daniel Lee, artistic director of Bottega Veneta, deleted the Instagram, Facebook and Twitter accounts of the Italian house. Why? wondered the world of fashion. In the all-digital age, how is it possible that such a well-known luxury brand can get people talking about it under these conditions? We finally know the answer.
A NEW WAY OF COMMUNICATING
Going back to basics, Daniel Lee envisioned a digital future, but a friendlier one. Away from the judgments of social networks. Where? In a digital newspaper called “Issue”, designed to highlight artistic collaborations through videos, sketches and filming with pieces from the Bottega Veneta collections. For the first issue, the label invited renowned artists to add their personal touch.
Thus, the singer Missy Elliott takes up her famous song “Hot Boyz”, Oumi Janta, the German skater who became known on Instagram, appears dancing and photographer Tyler Mitchell presents his version of the brand’s knitted mules.
The magazine will be published four times a year to coincide with the launch of the seasonal lines. This will allow Bottega Veneta to present its new products in a fun way that sets itself apart from the competition. A wish on the part of the Italian house, which was reflected for the first time in its choice to part with the official calendar of Milan Fashion Week last fall.
The designer believes that the brand will re-profile itself more towards the old concept of luxury, as firms with greater exclusivity. And even, the company could generate a reduction in its expenses. This could be a strategy to reposition yourself. By not making a product close, it becomes a fetish and there are those who pursue this luxury in brands. The detox of the networks can be beneficial for many and counterproductive for others. It is something that will be discovered over time. While the debate is open.
See also:
>Trend alert: mini boots at their best
–
